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adidas Malaysia ties up with Twitter for #therewillbehaters campaign

Sports apparel brand adidas launched a digital campaign in a bid to engage its audience and involve them in their #ThereWillBeHaters campaign. The campaign was aimed at generating awareness of adidasâ latest line of There Will Be Haters football boots in Malaysia.

The strategy

To launch the âThere Will Be Hatersâ collection of football boots, adidas created a #ThereWillBeHaters video and a series of stills that star some of the most âhatedâ football players: Gareth Bale, James Rodriguez, Luis Suarez and Karim Benzema. The video illustrates exactly how, why and what the haters hate about these global stars: their outstanding achievements on the field of play and the cleats that drive these incredible performances. âThey hate your shiny new boots. They hate your boots, because they wish they were in them.â

@adidasMY ran a Promoted Account, and kick-started the campaign with a video card in Promoted Tweets, to build awareness and start a conversation around their #ThereWillBeHaters video. Â

Steps to successSharing its strategy for the @adidasMY success, adidas laid out three steps on how it executed the digital campaign.

Step 1: Pick the right targeting @adidasMY reached out to football fans in Malaysia, targeting select football-related keywords.
Step 2: Working with âPower Usersâ to amplify the message, @adidasMY sustained the momentum with a series of images showing the football stars with copy underlining why #ThereWillBeHaters.

@adidasMY kept up the kinetic energy with a series of Tweets showcasing the new line of There Will Be Haters football boots.

TheÂ results

In just three weeks, the @adidasMY campaign received 1.8 million impressions for an average cost per view of $0.05. âTwitter has proven to deliver high click-through rates in the past, and this time was no different – our campaign received 1.8 million impressions in just three weeks,â said Samantha Chan, brand manager, adidas Malaysia.

The use of video to kick-start the campaign gave a big boost: 5,385 Retweets for the #ThereWillBeHaters promo video. The results reinforce Twitter usersâ preference for a seamless video viewing experience. An earlier analysis of Twitter internal data found that native video on Twitter drives more overall engagement than third party videos shared on Twitter: 2.5X replies, 2.8X Retweets and 1.9X Favorites.